The original Mad Man of advertising, David Ogilvy, famously stated, “On average, people read the headline five times more than the body copy.” When you have written your headline, you have spent eighty cents out of your dollar.” This reminder highlights the crucial importance of the headline.
Headlines still matter in the digital age. A well-written headline can capture a reader’s attention and make them want to read more. In contrast, a poorly constructed headline can drive readers away. This is particularly true online, where attention spans are short and individuals are constantly inundated with information.
Effective headlines take various factors into account that can affect their success. Tools like CoSchedule’s Headline Analyzer can help. The tool analyzes headlines based on several factors, including word choice, length, and emotional impact, providing users with a score that reflects how likely their headline is to be successful. Your headline is then broken down by word balance, sentiment, and commonality, helping you identify areas for improvement and adjust your language.
Here’s the breakdown of a title I entered into the tool:
The tool provides a detailed breakdown of the word balance, sentiment, and commonality of your headline, helping you identify areas for improvement and adjust your language to better resonate with your audience.
The Headline Analyzer tool can also help with SEO optimization. The tool analyzes your headline for relevant keywords and provides suggestions for incorporating them more effectively into your headline. This can help increase the visibility of your content in search results and drive more organic traffic to your website.
This is just a snapshot of the many insights you can gain from using CoSchedule’s Headline Analyzer tool. You can use the insights and recommendations provided to create headlines that not only grab readers’ attention but also drive traffic, social shares, and SEO value. This can ultimately lead to more visibility for your content and greater success in achieving your marketing and business goals.
The cool tool recommendation this week is Google Scholar – a free academic search engine that indexes scholarly literature across a wide range of disciplines and sources.
It works by crawling the web for scholarly literature, like journal articles, conference proceedings, theses, dissertations, books, and technical reports. After that, it indexes and makes the content searchable. In contrast to other search engines, Google Scholar’s results are primarily academic sources, making it a great tool for scholarly research.
One of the most significant benefits of Google Scholar is its broad coverage. It indexes content from a variety of sources, including academic publishers, university repositories, and scholarly societies. This means that researchers can access a vast amount of scholarly literature from a single search engine, rather than having to search multiple databases separately.
Another advantage of Google Scholar is its user-friendly interface. Users can easily search for articles and refine their search using various filters, such as author, publication, and date. Additionally, Google Scholar provides links to related articles, allowing users to explore further on a particular topic.
Furthermore, Google Scholar’s citation tracking feature is a valuable tool for researchers. It allows users to see how many times a particular article has been cited by other scholarly works, providing an indication of its impact and influence within the field. Citation tracking is also useful for discovering related research and identifying potential collaborators.
In addition to its search capabilities, Google Scholar also offers other useful features. For example, users can create alerts for new articles related to specific keywords or authors. This feature can save researchers time and effort by automatically notifying them when new relevant research is published.
The ability to link to full-text articles is another great feature of Google Scholar. There are some articles that require a subscription or purchase, but Google Scholar usually has free full-text versions, so it’s easier for people without institutional access to do research.
While it has some limitations (most of the content is scholarly and reputable, but some articles may not go through the same rigorous peer-review process as in traditional academic journals), these are outweighed by the significant benefits.
Keeping up with healthcare news is crucial, but the vast amount of information available can be overwhelming. That’s where healthcare newsletters or roundups come in, as they curate the most relevant and impactful news by topic, allowing readers to stay informed about the latest scientific breakthroughs, research, and policy developments without spending hours scouring the internet.
By creating a well-crafted healthcare news roundup, you can establish trust and credibility within your community while positioning yourself as a reliable source of healthcare news. In my latest article for the Patient Empowerment Network, I’ve shared some best practices for creating a regular news roundup that educates, informs, and inspires your readers.
Although most patients trust their doctors, they also look for medical information outside of the exam room. Many resources offer accurate information (e.g., government health agencies, professional groups, and patient advocacy groups), but not all are dependable. Medical misinformation can be found online from various sources, which can have serious health consequences. The wrong information can lead to patients making bad decisions, delaying or avoiding necessary treatment, or even harming themselves by taking the wrong treatment.
The internet and social media have simplified the access and sharing of health information, but this has also led to the spread of false or misleading information. There are various ways in which patients can encounter medical misinformation, including social media posts, blogs, online forums, and videos.
In order to provide high-quality care, healthcare professionals must address patient-held misinformation. Misinformation cannot be effectively addressed by discrediting misperceptions alone. Patients’ misinformation can provide clinicians with insight into their values, preferences, comprehension, and information diet.
Systematically training healthcare professionals to address patient misinformation with empathy and curiosity while acknowledging time and resource constraints will be crucial to reducing medical misinformation in the future.
The past twelve months have brought about significant changes in the way we use digital technology, and these changes continue to evolve in unexpected ways. That’s according to the latest Digital 2023 Global Overview Report, an eagerly anticipated publication each year.
What can you expect to see in this year’s report?
Global internet users have changed significantly
Online activity is declining in a variety of ways
Insights into evolving social media platform preferences
Changes in how people access digital content and services
Changes in online search behaviour around the world
Keyword research is a critical component of any successful SEO strategy, as it helps us to identify the most relevant and valuable keywords to target in our content.
One of the key benefits of the tool is that it provides users with a wide range of keyword suggestions, including long-tail keywords that are often overlooked by other tools. Long-tail keywords are longer, more specific keyword phrases that are less competitive than shorter, more general keywords. By targeting long-tail keywords, you can often achieve higher rankings in search engine results pages (SERPs) and attract more targeted traffic to your website.
Let’s see it in action.
Enter your chosen keyword or phrase. You can choose to search across Google or Bing search engines or if you are making videos instead of written content, YouTube. You can also specify a country-specific search.
Here’s a sample of keyword phrases and questions the tool returned.
Note: Ahrefs is not a free tool, although they do offer a 7-day trial for $7. However, if you are serious about search engine optimisation, it’s considered to be one of the most comprehensive and powerful SEO tools on the market. It offers a variety of features, including keyword research, backlink analysis, content analysis, site audit, and more, making it a valuable tool if you’re looking to improve your online visibility and attract more targeted traffic to your website.
Twitter, with its vast network of users, has become an indispensable tool for healthcare professionals seeking to share knowledge and collaborate with their peers. The platform allows healthcare professionals to connect with one another, stay up to date on the latest industry news, and engage in conversations about healthcare issues and trends.
In my latest Medium article, I explore some of the advantages (and barriers) of using Twitter as a medium for healthcare communication and knowledge exchange.
In this post, you’ll learn about some effective ways to discover the content your audience is looking for so you can create that content for them.
Creating healthcare content your audience will want to read is an ongoing challenge. I want to help you solve that challenge by sharing with you 7 different ways you can uncover the content your audience is looking for so you can create that content for them.
Let’s dive in.
1. Look To Your Analytics
Analyzing your website and social media analytics is a great starting point when creating healthcare content for your audience. Use Google Analytics to track top-performing content on your website, and the native analytics tools of each of the social networks you use to discover the type of posts that get the most engagement (shares, comments, likes, click-through rates, etc.) By identifying your most successful content, you can replicate and build upon it in future content creation efforts.
2. Ask Your Audience
Go right to your audience and ask them what kind of content they’d like to see from you. You can conduct surveys through email, social media, or on your website. When creating a survey, make sure to ask specific questions that will help you better understand your audience’s needs, such as what health-related topics they are most interested in, what challenges they are facing, and what types of content they prefer (e.g. articles, videos, podcasts). You can use the information gathered from surveys to tailor your content strategy and create more relevant and engaging healthcare content for your audience.
Tip: You can also create quick polls on Facebook, Twitter, and Instagram and post a question such as “What content do you want to see more of?”
3. Monitor Social Media
Social media platforms like Twitter, Facebook, LinkedIn, and Instagram can provide valuable insights into the conversations your audience is having and the topics they are discussing. By monitoring social media, you can identify trending topics, common questions, and challenges that your audience may be facing. You can also track engagement metrics such as likes, comments, and shares to see which types of content are resonating with your audience. To make the most of social media monitoring, it’s important to stay active on these platforms, engage with your audience, and participate in relevant conversations. This can help you build a stronger connection with your audience and better understand their needs and interests.
4. Check Out Competitor/Peer Websites
Keeping an eye on your competitors’ (or peers’) websites can provide valuable insights into what healthcare topics and content formats are resonating with your audience. By reviewing their websites, you can identify gaps in their content and potential opportunities for your own content. For example, if they’re not covering a certain healthcare topic that your audience may be interested in, you can create content on that topic to fill the gap. Additionally, reviewing their content can help you identify new angles and perspectives on healthcare topics that you may not have considered before. However, it’s important to keep in mind that while competitor/peer analysis can be helpful, you should focus on creating unique and valuable content that sets you apart from your competitors.
4. Ask Questions on Quora
Quora is a question-and-answer platform where you can either ask a question about your topic or simply do a search using your topic keyword to find what people are asking about that topic. It’s a great platform for healthcare professionals to engage with their audience and learn about their interests and concerns. By answering questions related to healthcare topics on Quora, you can establish yourself as an expert in your field and build trust with your audience.
Additionally, Quora can be a valuable source of inspiration for creating new healthcare content. By monitoring the questions being asked on Quora, you can identify trends and topics that are of interest to your audience. You can also use Quora to ask your own questions and gather insights and feedback from other healthcare professionals and consumers. When using Quora, it’s important to provide high-quality and informative answers to questions, and to engage with other users in a respectful and professional manner. This can help you build a positive reputation on the platform and attract a larger audience.
Conducting keyword research can be a valuable tool for creating healthcare content that is optimized for search engines and meets the needs of your audience. By using keyword research tools, you can identify the specific words and phrases that your audience is using when searching for healthcare information online. This information can help you create content that addresses their specific needs and concerns. Additionally, by optimizing your content for relevant keywords, you can improve your search engine rankings and increase your visibility to your target audience. When conducting keyword research, it’s important to focus on long-tail keywords that are more specific and less competitive, as these can be easier to rank for and are more likely to attract high-quality traffic to your website.
6. Use Google Related Searches
Google’s “related search” feature can be a helpful resource for generating ideas for healthcare content. When you enter a search query into Google, the search engine will display related searches at the bottom of the search results page. These related searches are based on user interest and contextual words and can provide valuable insights into what topics are related to your search query. By reviewing the related search results, you can identify new angles and perspectives on healthcare topics that you may not have considered before. Additionally, the related search results can provide inspiration for creating new healthcare content that is relevant and useful to your audience. When using the related search feature, it’s important to focus on topics that are both relevant to your audience and aligned with your brand’s messaging and values. This can help ensure that your content is both engaging and valuable to your audience.
6. Find Inspiration at Conferences and Events
By attending industry events, you can hear from experts, participate in discussions, and network with other healthcare professionals. This can help you identify emerging trends and issues that you may not have been aware of before, and can provide valuable inspiration for creating new healthcare content. Additionally, attending events can help you establish yourself as an expert in your field and build relationships with other professionals in your industry.
Crafting healthcare content that connects with your audience can be challenging. However, by following the proven strategies outlined in this post, you can generate content that is both informative and captivating. By aligning your content with the needs and interests of your audience, you can establish yourself as a trusted and authoritative source of healthcare information, and nurture a following of engaged readers who will return to your content time and time again.
I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week’s cool tool recommendation is WordArt – a tool for creating eye-catching graphics out of word clouds or tag clouds.
Word clouds are a visual representation of text data, where the size of each word in the cloud is proportional to its frequency in the original text.
Health literacy is an essential component of health education that enables individuals to take an active role in managing their health and well-being. However, a significant portion of the population lacks the skills and knowledge necessary to navigate the complex health information landscape. Individuals with low health literacy may have difficulty understanding health information, accessing healthcare services, and making informed decisions about their health, which can negatively impact their health outcomes.
In recent years, social media has emerged as a promising tool for improving health literacy.
Firstly, it offers a platform for individuals to access a wide range of health-related information in real-time, from trusted sources such as health organizations, healthcare professionals, and patient advocacy groups.
Secondly, social media allows for peer-to-peer interactions, enabling individuals to connect with others who share similar health concerns and engage in discussions about their health. This social support and engagement can promote health literacy by increasing motivation, building confidence, and providing a sense of community. Additionally, social media can facilitate the sharing of personal experiences, leading to increased awareness and understanding of health issues.